Noble Oak positions itself as ‘noble’ life insurance alternative

Noble Oak has positioned itself as the more noble, and cheaper, alternative in the complex world of life insurance, in a new campaign from agency Mr Wolf.

The campaign introduces a modern-day nobleman ‘Baron Roderick III’ and follows his day-to-day antics with his footman ‘Bletchley’. In the launch film, Baron Roderick states that nobility comes from the way you conduct yourself, such as the way Noble Oak has lowered the costs of its life insurance policies to make it easier for people to protect their families.

Mr Wolf managing partner, Michael Stevenson, explained the concept behind the campaign, stating: “The creative concept was born from the realisation that taking out life insurance is a particularly noble gesture. Insuring your life, when you won’t personally benefit from the payout, is a beautiful, selfless act that should be supported, not exploited.”

Tony Singleton, Mr Wolf managing partner, said in a statement: “Life insurance doesn’t naturally inspire people to jump out of bed – and that’s before you throw in trust eroding Royal Commission and a brand people haven’t grown up with. Therefore the only rational option for NobleOak as a challenger brand was to simultaneously cut-through and create trust.

“By harnessing a firmly tongue-in-cheek embodiment of the NobleOak nobleman we can establish brand linkage and memorability, while attaching a set of noble values to the brand reflective of a largely lost, more trustworthy world.”

Noble Oak chief marketing officer, David Hirsch said: “In a world where truly selfless acts are getting harder to find, we wanted to recognise the selflessness of our customers’ choice to provide for their loved ones. At the same time drawing attention to the core values that set us apart, especially in the wake of the Royal Commission. In an industry that is often accused of being either dry or slapstick, we have used humour with relatable characters and relationships to share an important and noble message in a unique way.”

The campaign will air across free to air and subcription TV, and be executed across OOH, digital and social. Further campaign assets will continue to be launched.


Mr Wolf
Strategy: Tony Singleton
Managing Partner: Michael Stevenson
Creative leads: Bart Pawlak, Kelli Anderson, Steve Liu
Agency Producer: Tanja Perl

CEO: Anthony Brown
CMO: David Hirsch
Senior Marketing Manager: Tatyana Marfenko
Acquisition & Brand Marketing Manager: Rick Rupping

Production Company: Orinoco Films
Director: Nick Robertson
Producer: Kim Kirby
Editor: Stuart Morley
Post Production: The Editors
Sound: Andrew Stevenson – We Love Jam

Media: Tug Media
Shane Lennon & Charlie Bacon


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